1 Google Confidential and Proprietary Google Confidential and Proprietary
The Export Opportunity
Dimitris Kossyfas Head of Travel, Google Greece
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Understanding the 2014 Traveler
Identifying Opportunity Markets for Crete
Showcasing Successful Examples
Agenda
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2011
2012
2013
Travelers are relying less and less on offline sources
Travel Sources used by Travelers
Source: Ipsos MediaCT, Google Travel Study (Waves 3, 4 and 5), April to May 2011, April to May 2012 and May to June 2013. Total Respondents: 2013 N=1563; 2012 N=1637; 2011 N=1655 Q7: Which of the following sources do you typically use to plan personal or leisure/business trips? (Select ALL that apply). *Magazines/Newspapers combined in 2012; 2011 excluded from report.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2011
2012
2013
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2011
2012
2013
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1 - Dreaming
44%
2 – Planning
31%
3 - Booking 2%
4 - Experiencing 11%
5 – Sharing
23%
Time spent in the 5 stages of travel
The Internet plays a crucial role in all stages
Destinations Tourist Attractions
Local attractions
Local attractions Practical info
Accommodation Aggregators Travel Agencies
Source: Google internal data.
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Sources used in Dreaming vs. Planning stage
Source: Ipsos MediaCT, Google Travel Study: Traveler’s Road to Decision, Jan 2014.
64% 64%
44%
31%
22% 22%
10% 7% 6%
48%
87%
28%
13%
24% 25%
17%
7% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100% Dreaming Planning
64% 64%
44%
31%
22% 22%
10% 7% 6%
48%
87%
28%
13%
24% 25%
17%
7% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100% Dreaming Planning
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Dreaming until March, Planning until July
Source: Google internal data.
Travel queries related to Dreaming stage
Travel queries related to Planning stage
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Source: Google internal data.
Global queries for travel to Greece
Mobile Tablets Computers
-10% YoY -11% YoY
81% YoY 79% YoY
550% YoY 115% YoY
Mobile is growing fast and used a lot in holidays
8 Google Confidential and Proprietary Google Confidential and Proprietary
Computers 95%
Mobile & Tablet
5%
2011
Computers 88%
Mobile & Tablet 12%
2012
Computers 78%
Mobile & Tablet 22%
2013
Source: Google internal data.
Mobile accounts for 22% of Search queries for Greece
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Drive your customer directly to your call center
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For Starwood hotels, mobile accounts for
2012 2013 2014
42%
Source: Skift.com, March 2014.
2015
>50%
36% of total website visits
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Mobile Apps pave the way forward
Source: Google Internal data.
20%
80%
Web Browsing
Apps
11 Google Confidential and Proprietary Google Confidential and Proprietary Source: Google internal data.
12 Google Confidential and Proprietary Google Confidential and Proprietary
[Starwood video]
13 Google Confidential and Proprietary Google Confidential and Proprietary Source: Google internal data.
50% of global travel queries for Greece are related to accommodation
Accommodations 52%
Tourist Attractions & Destinations
22% Air Travel 19% Car Rental Services
2%
Specialty Travel 2%
Cruises 1%
Vacation Packages 1%
Ferries 1%
Tour Operators
1%
Global Travel Search Queries for Greece
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Source: Google Internal data. Data for top 20 key markets interested in Greece
Hotels no.1 of accommodation-related queries 20
10 Ja
n 20
10 M
ar
2010
May
20
10 Ju
l 20
10 S
ep
2010
Nov
20
11 Ja
n 20
11 M
ar
2011
May
20
11 Ju
l 20
11 S
ep
2011
Nov
20
12 Ja
n 20
12 M
ar
2012
May
20
12 Ju
l 20
12 S
ep
2012
Nov
20
13 Ja
n 20
13 M
ar
2013
May
20
13 Ju
l 20
13 S
ep
2013
Nov
20
14 Ja
n
Bed & Breakfasts
Resorts
Hotels
Villa Rentals
Rooms to let
Resorts
Hotels
Villa Rentals
15 Google Confidential and Proprietary Google Confidential and Proprietary Source: Google Internal data. Data for top 20 key markets interested in Greece
Resorts and B&B are the 2nd and 3rd largest categories
2010
Jan
2010
Mar
20
10 M
ay
2010
Jul
2010
Sep
20
10 N
ov
2011
Jan
2011
Mar
20
11 M
ay
2011
Jul
2011
Sep
20
11 N
ov
2012
Jan
2012
Mar
20
12 M
ay
2012
Jul
2012
Sep
20
12 N
ov
2013
Jan
2013
Mar
20
13 M
ay
2013
Jul
2013
Sep
20
13 N
ov
2014
Jan
Resorts
Bed & Breakfasts
Villa Rentals
Resorts
Rooms to let
Villa rentals
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2009
Jan
2009
Apr
20
09 Ju
l 20
09 O
ct
2010
Jan
2010
Apr
20
10 Ju
l 20
10 O
ct
2011
Jan
2011
Apr
20
11 Ju
l 20
11 O
ct
2012
Jan
2012
Apr
20
12 Ju
l 20
12 O
ct
2013
Jan
2013
Apr
20
13 Ju
l 20
13 O
ct
2014
Jan
Russia
Different countries, different search patterns 20
09 Ja
n 20
09 A
pr
2009
Jul
2009
Oct
20
10 Ja
n 20
10 A
pr
2010
Jul
2010
Oct
20
11 Ja
n 20
11 A
pr
2011
Jul
2011
Oct
20
12 Ja
n 20
12 A
pr
2012
Jul
2012
Oct
20
13 Ja
n 20
13 A
pr
2013
Jul
2013
Oct
20
14 Ja
n France
2009
Jan
2009
Apr
20
09 Ju
l 20
09 O
ct
2010
Jan
2010
Apr
20
10 Ju
l 20
10 O
ct
2011
Jan
2011
Apr
20
11 Ju
l 20
11 O
ct
2012
Jan
2012
Apr
20
12 Ju
l 20
12 O
ct
2013
Jan
2013
Apr
20
13 Ju
l 20
13 O
ct
2014
Jan
Germany
2009
Jan
2009
Apr
20
09 Ju
l 20
09 O
ct
2010
Jan
2010
Apr
20
10 Ju
l 20
10 O
ct
2011
Jan
2011
Apr
20
11 Ju
l 20
11 O
ct
2012
Jan
2012
Apr
20
12 Ju
l 20
12 O
ct
2013
Jan
2013
Apr
20
13 Ju
l 20
13 O
ct
2014
Jan
Italy
Resorts Rooms to let Villa rentals
Source: Google Internal data. This trend is representative of queries for Greece. Greece was the 10th most searched for travel destination in Germany and Russia,. In Italy, Greece was the 6th most searched for destination and in France 18th
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15M 16M
45M 47M
26M 28M
Source: Google internal data.
Still a lot of queries off-season for Greece
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Mexico Austria
Sweden Switzerland
Romania Russia Turkey
India Brazil Spain
Belgium Australia Canada Poland
Netherlands France
Italy Germany
UK USA
Source: Google internal data. 01/08/2013 – 15/12/2013. Next 11 are those economies which will add the most to global GDP.
Query volume
Who is searching for Greece the most?
Developed Emerging Other
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Growth of queries for different countries
Source: Google Internal data.
Developed Emerging Other
-16% -13%
-6% -2% -1%
0% 1%
6% 8% 8% 9%
11% 17% 18% 18%
21% 22%
29% 39% 40%
42% 60%
Spain Sweden
Turkey USA Italy
Germany Netherlands
Austria Australia
Poland Romania
UK Israel
Argentina France
Singapore India
Russia Ukraine
Serbia Lebanon Belarus
20 Google Confidential and Proprietary Google Confidential and Proprietary Source: Google internal data.
0.7M 0.8M
3.5M 4M
1.7M 2M
Still a lot of queries off-season for Crete
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Spain Israel
Finland Canada Ireland Cyprus
Denmark Norway
Switzerland Belgium
Russia Sweden Austria Poland
Nethelands USA Italy
France Germany
UK
Source: Google internal data. 01/08/2013 – 15/12/2013. Next 11 are those economies which will add the most to global GDP.
Developed Emerging Other
Who is searching for Crete the most?
Query volume
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10% 11% 11% 11% 12% 13% 13% 13% 13%
16% 16%
18% 23%
24% 32%
41% 56%
77% 85%
110%
Lithuania Cyprus
India Turkey
Italy Austria
Germany Switzerland
Iceland Estonia Poland
Sweden Romania
Serbia Slovakia
Saudi Arabia Japan
Ireland Moldova
Indonesia
Source: Google internal data.
Query volume
Growth of queries for different countries Developed Emerging Other
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30 31 32 34 36 36 40 42 42 48 52 53 55 67 68 79
101 137
245 538
0 100 200 300 400 500 600
Egypt Viet nam
Spain Philippines
Italy Turkey
Korea (S) Iran
Mexico Nigeria France
UK Indonesia Germany
Russia Brazil Japan India USA
China
Top 20 countries ranked by Internet users (M)
40% 78% 11% 79% 39% 48% 83% 22% 84% 80% 28% 53% 37% 83% 46% 58% 32% 67% 34% 36%
Internet penetration
Source: Internet World Stats http://www.internetworldstats.com.
Why Emerging Markets are important
Developed Emerging Other
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USA
Germany
Philippines
Sweden
France
Austria
Bulgaria Romania
Ukraine
Brazil
Russia
Spain
Poland
Australia Switzerland
Belgium
UK
Italy Turkey Serbia
Canada
Ireland
Czech Rep
Mexico Denmark India
Belarus
S. Africa
Venezuela
Slovakia
Saudi Arabia
UAE
Hungary
Finland
Argentina
Norway
Cyprus Netherlands
Israel
0.10
0.20
0.30
0.40
0.50
0.60
0.70
0.80
0.90
1.00
1.10
2.70 3.20 3.70 4.20 4.70 5.20 5.70 6.20 6.70 7.20
Cost Per Click $
Average number of ads
Countries searching for accommodation in Greece
Source: Google internal data. *excludes queries originating in Greece
Developed Emerging Other
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Philippines
Bulgaria Romania
Ukraine
Brazil
Russia
Spain
Poland
Italy
Turkey
Serbia
Mexico Denmark India
Belarus
S. Africa
Venezuela
Slovakia
UAE
Hungary
Israel
0.10
0.20
0.30
0.40
0.50
0.60
0.70
2.70 3.20 3.70 4.20 4.70
Cost Per Click $
Average number of ads
Countries searching for accommodation in Greece
Source: Google internal data. *excludes queries originating in Greece
Developed Emerging Other
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Ukraine Russia Serbia
India
Belarus Hungary
Israel
0.10
0.20
0.30
0.40
0.50
0.60
0.70
2.70 3.20 3.70 4.20 4.70
Cost Per Click $
Average number of ads
Source: Google internal data. *excludes queries originating in Greece
Some countries grow substantially more than others
Developed Emerging Other
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[Aleka’s House video]
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Targeting niche segments
Source: Google Internal data.
Ecotourism/Agrotourism related queries for Greece
Italy
Germany
UK
Spain
France
Brazil
Turkey
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[Enagron video]
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People search on the internet before visiting Greece 1. Queries rise in winter
as people dream of their next vacation destination
2. Queries then rise again in spring and summer as people actually plan their trips
3. Mobile becomes very important; 1/3 of total queries this last summer were on Mobile
Travellers coming to Greece search mostly for accommodation 1. 50% of travel queries are
related to accommodation
2. Different countries show different accommodation preferences and different seasonality search patterns
An opportunity exists in targeting niche markets 1. There are emerging
markets with dynamic economies that are interested in Greece such as India, Russia, South Africa, Brazil and Eastern Europe.
2. Targeting niche markets where CPC and competition are still low is likely to result in positive returns